Tag Archives: decision-making

UX/CX and Service Design with LEGO® SERIOUS PLAY®

Interdisciplinary and experiential, Lego Serious Play as a collaborative  Service Design tool explores User/Customer  Experience insights, leading to new service concepts, prototypes and blueprints.

cph jam 2016 logoUser/Customer Experience (UX/CX) interactions are a valuable source for IT & business analysis. Higher customer satisfaction and loyalty to well-designed services  cannot happen without exploring the User and Business-integrated connections between any touch-points, infrastructures, front-end and back-end applications, systems, data and communication patterns.

The ability of the business to capture and analyze the data revealing the customers’ needs and behaviors will depend on the methods used.

The current preferences to statistic analysis still neglect the ‘rich’ data value which could be contributed to the analysis by alternative methods. The problem with predictive analysis is the data biased by the existing rules of the game, for example customer behavior is led by the existing rules and services, so this data might miss fresh, innovative insights. The other fact forgotten is that customer is always a human, using the language, tangled to emotions and culture.

Therefore learning by exploring metaphors could lead to different results than statistics. Revealing the meanings, interpreted in an experience context, learning and extracting knowledge with Lego Serious Play could be a good tool to contribute to the customer-oriented services design, secured by highly inclusive 100% participation and idea acceptance.

prototypesFollowing the empathy philosophy, which is the heart of the design thinking, Lego Serious Play defines the user/customer needs by means of  a metaphor and story-telling,  broadening the entire scope of the ideation phase. Following the service design process further on to prototyping, LSP tests the prototypes by special application  techniques.



Multiple iterations in a visual play develops the idea further on before the service is implemented or delivered. Further development using the model and landscape is possible also after the service starts running.  Making the most of what is  achieved in-the-field, the service becomes fully adjusted and bring real customer satisfaction.


One of the  Service Design successful examples is the recent win of the Blue Beach Bricks team with BRICKZY LSP facilitator  at Copenhagen Service Design Jam 2016

cph jam pres


Critical and design thinking tool,  developing flexible and agile mindset and embracing different cultural and social points of view, Lego Serious Play contributes with the value of boosting communication, cultural sensitivity, strategic decision-making, collaborative and other ‘soft’, people’s skills of the team. Moreover, the participants as the process and models owners are dedicated to the project and it’s further implementation, improving the service delivery and  back-end/front-end operations management.


NO COMMENT and decision making

“On the other side of liberation sits chaos and paralysis” – “the paradox of choice” noticed by Barry Schwartz seems a symptomatic agenda of the day watching the news: NO COMMENT.

We are used to consider history as a narrative of a deliberate pursue of wisely planned, good and ethical happy-end.

But in real life the things do not work simple and straight-forward.

First, the turns of the history result in sharp edges of opposite extremes, like the ‘white slums’ in South Afrika. Liberation, development, freedom, ‘being together’ with the new have ironically the dark side.

Second, the next moment of freedom is paralysis of tabula rasa, not knowing – where are we now?

One can only be wise when looking backwards into the past – when the far consequences are already there. In present wise rationality, great principles, risk management and smart ideas are dissolved and hidden in a mess. We sporadically pick up what the gut feeling tells us as the first most reasonable solution at hand, muddling through the context, that’s it.

NO COMMENT escape definite short-sighted judgements. Ideology, read-into history chaos, reflects the preferred narrative about ourselves. The sooner we – luckily- suspect that something is ‘wrong’, the better for us. The ugly duckling story.